Post on 17-Aug-2014
description
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Planning the perfect user experience
Chui Chui Tan@ChuiSquared
陈璀璀
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Find 4 people in a group
Decide a name for the team
Introduce yourself within the group
10 minutes
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All our stakeholders have different ideas?
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All our stakeholders have different ideas?
We keep copying competitors instead of being original?
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All our stakeholders have different ideas?
We keep copying competitors instead of being original?
How do we prioritise features and content?
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All our stakeholders have different ideas?
We keep copying competitors instead of being original?
How do we prioritise features and content?
How to we uncover unknown needs?
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All our stakeholders have different ideas?
We keep copying competitors instead of being original?
How do we prioritise features and content?
How to we uncover unknown needs?
How do we design multi-channel experiences?
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Think about examples of problems you’ve in your company.
Choose 3 big strategic problems
15 minutes
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A single strategic document which could help you:
• Manage requirements
• See the big picture
• Prioritise what should be done and what can wait
• Identify hidden needs or spot gaps in the service
• Create narratives
What is a customer experience map?
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Tasks
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Tasks
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Tasks
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Tasks
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Tasks
Choosing Specifying Financing Buying
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Whatusers do
Tasks
Choosing Specifying Financing Buying
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Whatusers do
Tasks
Choosing Specifying Financing Buying
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Whatusers do
Tasks
Choosing Specifying Financing Buying
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Whatusers do
Tasks
Choosing Specifying Financing Buying
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Whatusers do
Tasks
Choosing Specifying Financing Buying
Emotion
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Whatusers do
Tasks
Choosing Specifying Financing Buying
Emotion
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Whatusers do
Tasks
Emotion
Choosing Specifying Financing Buying
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Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experience Cheat Sheet
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Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experience CHeat Sheet
Photojojo
Buying Photo supplies
Playful
i’m Creative
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Whatusers do
Tasks
Emotion
Choosing Specifying Financing Buying
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Whatusers do
Web
Tasks
Emotion
Choosing Specifying Financing Buying
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Whatusers do
Web
Call centre
Tasks
Emotion
Choosing Specifying Financing Buying
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Whatusers do
Web
Call centre
Competitor
Tasks
Emotion
Choosing Specifying Financing Buying
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Phase 2
Whatusers do
Web
Call centre
Competitor
Tasks
Emotion
Choosing Specifying Financing Buying
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Go back to your group (4 in a group)
Think of a brand that you’re familiar with which:- Sell shoes- Sell hotel rooms- Sell cars
Exercise
5 minutes
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Exercise
Group A Group B
Within the group, divide into two groups of two:
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Think about the brand you’ve chosenFill in the experience cheat sheet for this brand
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experience Cheat Sheet
Group A
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Group B
Come out with a list of interview questionsYou can use the guide below as the reference
To gather context and collect details
Ask about sequenceAsk about quantityAsk for specific examplesAsk for the complete listAsk for relationshipsAsk about organisational structure
To probe what’s unsaidAsk for clarificationAsk about code words/native languagesAsk about emotional cuesAsk whyProbe delicatelyProbe without presumingExplain to an outsiderTeach another
Questions that create contrasts to uncover frameworks and mental modelsCompare processesCompare to othersCompare across time
Steve Portigal - http://www.portigal.com/blog/seventeen-types-of-interviewing-questions/
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Interview users and gather tasks / needs 25 minutes
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Researchers: Ask the buyers to describe their purchase.
Listen for their needs ‘I needed to...’
Listen for tasks ‘I did this...’
Write down one need or task per Post-Its
Don’t worry about what medium or channel they used.
Interview users and gather tasks / needs 25 minutes
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Buying shoes
The research asks the buyer to describe their purchase.
Begin when they first started thinking about buying the shoes or even before that. Go back as far as possible.
Finish after they’d bought the shoes and taken delivery - often they’ll have had some contact with the vendor after purchase such as returns.
Listen for their needs and tasks. Don’t worry about what medium or channel they used.
Write down one need or task per post-it.
Tips
Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!).
When they needed to make a decision or trade-off, what was important to them?
If you have time, get them to go back over their story. You may find they revise what they did.
Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this?
Think about the four contexts (physical, social, temporal, task).Which one(s) influenced their behaviour at each stage?
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Booking a hotel
The research asks the buyer to describe their booking.
Begin when they first started thinking about finding a hotel for themselves to stay in (that’s important) - this is probably a while before the trip. Go back as far as possible.
Finish after they’d returned from the trip - often they’ll have had some contact with the vendor after purchase.
Listen for their needs and tasks. Don’t worry about what medium or channel they used.
Write down one need or task per post-it.
Tips
Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would be wearing the clothes!).
When they needed to make a decision or trade-off, what was important to them?
If you have time, get them to go back over their story. You may find they revise what they did.
Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this?
Think about the four contexts (physical, social, temporal, task).Which one(s) influenced their behaviour at each stage?
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Mobile car configurator
The researcher asks the buyer to describe their purchase.
Begin when they first started thinking about buying a new car - this is probably a long time before the actual purchase. Go back as far as possible.
Finish after they’d bought the car and experienced it - often they’ll have had some contact with the vendor after purchase.
Listen for their needs and tasks. Don’t worry about what medium or channel they used.
Write down one need or task per post-it.
Tips
Ask about the other people they spoke to (for advice, customer service, inspiration, or because they would use the car, too).
When they needed to make a decision or trade-off, what was important to them?
If you have time, get them to go back over their story. You may find they revise what they did.
Listen for words that described how they felt. Especially: were they anxious or surprised at any point. Why was this?
Think about the four contexts (physical, social, temporal, task).Which one(s) influenced their behaviour at each stage?
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Phase 1 Phase 2 Phase 3
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Arrange tasks / needs into sequence, create levels & phases 20 minutes
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Combine your findings with the other groups at your table
Get rid of duplicates
Get the language right, no channel specific
Is everything at the same ‘level’?
Break big tasks into sub-tasks or group small tasks to super-tasks
Break them into phases
Arrange them from start to finish
task 6
Arrange tasks / needs into sequence, create levels & phases 20 minutes
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Emotion
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Identify pain-points & emotions 20 minutes
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AHHHHH Too many choices
Identify pain-points & emotions 20 minutes
So much to think about
Something else to do
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AHHHHH Too many choices
Think about the emotions people have for each task.
Get more input from the ‘buyers’ if necessary.
Find a way to document these emotions.
Identify the FIVE main pain points.
Identify pain-points & emotions 20 minutes
So much to think about
Something else to do
Emotion
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Identify potential signature moments 20 minutes
Emotion
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Refer back to your brand cheat sheet.
Identify FIVE tasks which are particularly relevant to your brand.
Replace them with another colour
See if any of them match up with the pain points you identified earlier
(NOTE: They don’t always have to)
Identify potential signature moments 20 minutes
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Emotion
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our site
Brainstorm content / features 20 minutes
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Emotion
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our site
Brainstorm the features and content that you think will be important to the uses under each column.
Write the name of the feature / content and the need it meets.
e.g. ‘Photo tour: Lets user see the hotel’
Sometimes you’ll think of a second or third feature that achieves the same thing.
e.g. ‘Video tour: Lets user see the hotel’
Try to come up with features for every column.
Brainstorm content / features 20 minutes
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our site
Prioritsing 20 minutes
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Emotion
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our site
Prioritsing 20 minutes
Take 3 stickers each.
Choose the most important tasks for the user.
Do you agree? Do you see any patterns?
Take 3 stickers each
Choose the features you like best
Do these match up with the users’ needs?
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Customer Experience Map Tips
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1. Involve your stakeholders - let them watch user interviews and take notes.
Customer Experience Map Tips
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1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
Customer Experience Map Tips
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1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
Customer Experience Map Tips
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1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
4. Remember some tasks belong in two places on the Map.
Customer Experience Map Tips
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1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
4. Remember some tasks belong in two places on the Map.
5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.
Customer Experience Map Tips
44
1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
4. Remember some tasks belong in two places on the Map.
5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.
6. Remember use the right language to describe each need or what users do (e.g. no channel specific)
Customer Experience Map Tips
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1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
4. Remember some tasks belong in two places on the Map.
5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.
6. Remember use the right language to describe each need or what users do (e.g. no channel specific)
7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.
Customer Experience Map Tips
44
1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
4. Remember some tasks belong in two places on the Map.
5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.
6. Remember use the right language to describe each need or what users do (e.g. no channel specific)
7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.
8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting.
Customer Experience Map Tips
44
1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
4. Remember some tasks belong in two places on the Map.
5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.
6. Remember use the right language to describe each need or what users do (e.g. no channel specific)
7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.
8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting.
9. Some people will struggle to participate or contribute. Encourage them, but remember not to push them.
Customer Experience Map Tips
44
1. Involve your stakeholders - let them watch user interviews and take notes.
2. Make a rough cut of the Customer Experience Map and then get stakeholders to help refine it. This helps them get familiar with the map.
3. Discussing and agreeing tasks and groupings takes time - and is where much of the value lies.
4. Remember some tasks belong in two places on the Map.
5. Remember the map is not linear - users may move back and forth on the map as they complete their task - but overall, it flows left to right.
6. Remember use the right language to describe each need or what users do (e.g. no channel specific)
7. When you’re choosing the most important features / content remember different personas will have different needs. Do the exercise for each persona.
8. Be aware of hierarchy - you may want to run through the exercise with groups of stakeholders and have a joint ‘wash up’ meeting.
9. Some people will struggle to participate or contribute. Encourage them, but remember not to push them.
10.Acknowledge and thank everyone individually during the day. Remind people how they contributed.
Customer Experience Map Tips
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http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
http://mappingexperiences.com/
http://uxdesign.smashingmagazine.com/2011/12/06/effective-user-research-transforming-minds-of-clients/
http://www.servicedesigntools.org/tools/8
http://blogs.hbr.org/2010/11/using-customer-journey-maps-to/
http://quaero.csgi.com/writable/files/mapping_customer_journey.pdf
https://www.pinterest.com/ddeboard/ux-customer-experience-maps/
Additional references
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Amazon
Five Simple Steps (Publisher)
See it on:
Thank you!
@ChuiSquaredChui Chui Tan